When Does Actual Versus Ideal Self-Congruence Matter? Moderating Effects of Construal-Level on Brand Attitudes

Drawing on construal level theory, this study found that consumers with low-level construal tended to focus on actual self-congruence (ASC) with a brand and prefer brands with high ASC levels. Contrarily, consumers with high-level construal focused on ideal self-congruence (ISC) and indicated positive attitudes toward brands with high ISC.



Citation:

Taku Togawa and Kazuyo Ando (2020) ,"When Does Actual Versus Ideal Self-Congruence Matter? Moderating Effects of Construal-Level on Brand Attitudes", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1230-1230.

Authors

Taku Togawa, Sophia University
Kazuyo Ando, Chiba University of Commerce



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy

Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS

Read More

Featured

When Less is More - How Making Products More Personal Can Decrease Purchase Intention

Michael Schulz, University of Cologne

Read More

Featured

Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information

Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.